Regional Focus: Navigating Customer Data Strategy in the EU’s Regulatory Landscape

In the European Union, the regulatory landscape for customer data is among the most stringent in the world. The General Data Protection Regulation (GDPR) and related privacy laws have set a high bar for how organizations collect, process, and activate customer data. At the same time, consumer expectations for personalized, seamless experiences continue to rise. For organizations operating in the EU, the challenge is clear: how can you deliver relevant, data-driven engagement while maintaining the highest standards of privacy, compliance, and trust?

The answer lies in a modern, future-proof customer data strategy—one that leverages the power of Salesforce Customer Data Platform (CDP), is enriched by Epsilon’s advanced identity solutions, and is guided by Publicis Sapient’s deep expertise in digital business transformation and regulatory compliance.

The EU Data Challenge: Privacy, Cross-Border Flows, and Evolving Expectations

European organizations face a unique set of challenges:

GDPR and Beyond: Strict requirements for consent, data minimization, subject rights (access, erasure), and cross-border data transfers.
Fragmented Data Landscapes: Customer data is often siloed across systems, making it difficult to build a unified, actionable profile.
Rising Consumer Awareness: EU consumers are increasingly aware of their data rights and expect transparency, control, and value in exchange for their information.
Cookieless Future: The deprecation of third-party cookies and mobile ad IDs is forcing a shift to first-party data strategies and new approaches to identity resolution.

Salesforce CDP: The Foundation for Compliant, Customer-Centric Data

Salesforce CDP is purpose-built to help organizations unify customer data from all sources—online and offline, transactional and behavioral—into a single, privacy-compliant platform. Key capabilities include:

360° Customer View: Aggregate data from CRM, marketing, service, and external sources to create a holistic, actionable profile for each customer.
Consent and Preference Management: Centralize consent capture and management, supporting GDPR requirements for lawful processing and data subject rights.
Real-Time Personalization: Activate unified data to deliver relevant, timely experiences across channels, while respecting privacy preferences.
Secure, Auditable Environment: Maintain a robust, auditable data environment that supports regulatory compliance and builds customer trust.

Epsilon CORE ID: Enriching Identity, Enhancing Compliance

Personalization at scale requires more than just data aggregation—it demands accurate, stable identity resolution. Epsilon’s CORE ID, integrated with Salesforce CDP, delivers:

People-Based Identity: Connect online and offline touchpoints to real individuals using a privacy-protected identity graph, validated through transactions and anchored in offline data.
Enriched Profiles: Enhance first-party data with intent signals and behavioral insights, optimizing audience segmentation and activation.
Privacy by Design: CORE ID is built with privacy at its core, ensuring that all identity resolution and data enrichment processes adhere to EU data protection standards.

Publicis Sapient: Guiding Your EU Data Strategy

Navigating the intersection of technology, regulation, and customer experience requires a partner with deep expertise. Publicis Sapient brings:

Proven Frameworks: Accelerators and templates tailored to EU regulatory requirements, enabling rapid deployment and reducing compliance risk.
Data Governance and Privacy Expertise: Implementation of robust data management practices that meet GDPR and local standards, including consent orchestration and data subject rights management.
Transformation Roadmaps: Phased plans that prioritize high-impact use cases, align stakeholders, and balance quick wins with long-term value.
Continuous Optimization: Ongoing measurement, analytics, and AI-driven insights to refine personalization strategies and ensure ongoing compliance.

Actionable Guidance for EU Data Leaders

To build a compliant, future-proof customer data strategy in the EU, organizations should:

Establish a North Star: Define your vision for customer experience and the business outcomes you want to achieve—such as increased retention, higher lifetime value, or new revenue streams.
Inventory and Integrate Data: Assess your current data landscape, identify gaps, and unify data from all sources—internal and external—into Salesforce CDP.
Prioritize Use Cases: Focus on high-impact opportunities, such as personalized product recommendations, proactive service, or targeted offers, that can deliver measurable value while respecting privacy.
Activate and Measure: Use the CDP to orchestrate personalized experiences across channels, and establish metrics to track engagement, conversion, and retention.
Iterate and Scale: Continuously refine your approach, leveraging analytics and AI to uncover new insights and optimize performance, always with privacy and compliance at the forefront.

Balancing Personalization with Trust and Regulatory Rigor

The results of a well-executed, privacy-first data strategy are compelling:

15% higher revenues through personalized engagement
5x higher customer retention by building loyalty and trust
50% lower acquisition costs by leveraging first-party data and direct channels

But perhaps most importantly, organizations that get this right are not just meeting regulatory requirements—they are building durable, trust-based relationships with their customers, setting a new standard for customer-centricity in the EU.

Ready to Transform Your EU Data Strategy?

The path forward is clear: unify your data, build trust, and deliver the experiences that today’s EU customers expect—without compromising on privacy or compliance. With Salesforce CDP, Epsilon’s identity solutions, and Publicis Sapient’s guidance, your organization can confidently navigate the complexities of the EU regulatory landscape and unlock new sources of growth.

Connect with Publicis Sapient to start your journey toward a compliant, future-proof customer data strategy in the EU.